A Conceptual Paper on The Impact of Personalized Social Media Advertisements on Consumer Buying Decisions in the Fashion Industry of Sri Lanka

Abstract

Personalized advertising is a significant factor influencing consumer buying decisions, especially in social media marketing. Even though a lot of international studies conducted on this issue to observe the effects of personalized social media advertisement on online consumer buying decisions, there is still room to fill within the literature as far as the local studies in this context are concerned in Sri Lanka, in the industry of fashion. Therefore, the primary objective of this study is to investigate how personalized social media advertisements influence the consumer buying decisions in the context of the Sri Lankan fashion industry. Particularly, the research examines five major dimensions of personalized advertisement such as: advertisement relevance, advertisement frequency and timing, advertisement design and content, emotional appeal, social media platforms, and privacy concern and trust. Based on a quantitative approach, a convenience sample consisting of 200 respondents will be used to collect data using a self-administered questionnaire among fashion consumers in Sri Lanka. This research will help to add to the current body of knowledge by filling the gap in the Sri Lankan fashion industry's knowledge of digital consumer behavior. Practically, the findings will suggest viable information that marketers and fashion brands can use in maximizing their use of digitalization by the creation of personal, emotionally appealing, and credible advertisements to induce the buying decisions in the current digital market.